Coca‑Cola Refreshing Films partners with actor Geena Davis to support of underrepresented filmmakers
Academy Award-winning actor Geena Davis announced that all four of the 2024 Coca‑Cola Refreshing Films (CCRF) spots will be showcased at the upcoming Bentonville Film Festival.
The two organizations’ shared mission to further support change and diversity in the film industry brought them together. The announcement took place during the Red Ribbon Panel Breakfast at CinemaCon, where the Coca‑Cola Refreshing Films spots were debuted.
The Coca‑Cola Refreshing Films program provides opportunities for up-and-coming filmmakers to create branded spots for the big screen. This year’s spots each highlight the magic of the movies.
All incorporate the delicious ritual of a warm popcorn and ice-cold, refreshing Coca‑Cola.
For the past three years, the program has showcased crews of 50% females in key roles. The program is also significantly outpacing the industry rate twofold when it comes to diversity and inclusion.
Geena Davis: "Empowering filmmakers with a platform to exhibit their creations is crucial. Ensuring that diverse voices resonate is paramount. Partnering with a program committed to this cause for 26 years fills me with excitement."
Created by Davis in 2014, the Bentonville Film Festival is a fervent advocate for inclusion across all facets of entertainment, striving to prompt immediate strides toward greater diversity in entertainment. The Bentonville Film Festival and The Coca‑Cola® Refreshing Films program have partnered in their shared mission of supporting the next generation of creative talent.
Geena Davis first came to CinemaCon to receive the Viola Davis Trailblazer Award, but in true trailblazer form she did so much more. She also introduced the Coca‑Cola® Refreshing Films spots at the annual Filmmaker Luncheon, one of CinemaCon’s most well-attended events.
Coca‑Cola Refreshing Films works annually with over 60+ schools across the U.S. and Canada, giving students a chance to submit scripts for entry. Some of those programs are among the most well-known film schools, and others are more underrepresented schools.
The program has focused on giving underrepresented voices a real-world opportunity in the commercial film business.
Pamela Pollack, Director of Marketing, The Coca‑Cola Company: “The goal of the program is to help all participating filmmakers further their careers and provide a real-world professional opportunity to work with a global brand. It’s been an amazing honor to manage this program and to witness the impact it is making in so many lives.”
